Inspired by the work of Constance Spry—the Great British florist who, after opening Flower Decoration in 1929, pioneered the art of bouquet arrangement — Jonathan Anderson has opened a new flower concept in Loewe’s recently opened Madrid store.
Dubbed “Casa Loewe”, it’s the largest store from the brand in the world and stretches 10,000-square-feet over three floors and carries Loewe’s entire offering, from men’s and women’s to accessories and made-to-measure.
According to the brand, the space features careful natural lighting and unique pieces to create a modern environment. Art works and artisanal creations are also on display, including pieces by Edmund de Waal, Richard Smith, Gloria García Lorca and Sir Howard Hodgkin. But perhaps the most unexpected feature is an in-house florist called “Loewe Flores” which contributes to the space’s unique and vibrant atmosphere.
To celebrate the opening of the new flagship and express his gratitude to the Spanish capital, Anderson also designed an exhibition for Madrid’s Royal Botanic Garden on the theme of past, present and future, highlighting the House’s evolution. Evoking the rich history of Loewe, the first part of the exhibition displays, in a room entirely covered with images, a collection of unique archive pieces in glass boxes. A second section is devoted to photographs of flower arrangements by Steven Meisel, whose images represent the fresh dynamism of the brand.
In addition, Loewe has also created a YouTube series which is a three part guide to floral styling. The videos cover everything you need to know about colour, volume and texture to ensure you get a beautiful bouquet.
Images & Videos: Loewe